Optimize the SEO of your marketplace with content marketing

Article by Charlène Guicheron - 27 Dec 2017 - 4 minute read

Let’s learn more about content marketing and how it can improve your marketplace's SEO strategy and grow your audience.

Do you know whether your quality content speaks and responds to the visitors’ searched questions? Being a marketplace owner, though you have great content, you have to do something more to survive in the competitive digital marketing, i.e. to grow your marketplace traffic, you have to optimize your marketplace SEO with content marketing.  

Actually, effective content marketing is a vehicle for modern SEO. Just as wheels without an engine leaves you pedaling, similarly content without an SEO strategy can’t keep up in a digital marketplace. And just like an engine with no wheels, SEO without content is a shiny machine that goes nowhere. Now let’s learn how content marketing can improve your marketplace's SEO strategy.

What is content marketing?

Content marketing is a marketing technique of creating and diffusing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. In fact, the idea is to make available to your customers or prospects a number of useful or fun content to help them or master concepts often related to your products or services.

If we would like to know about the content marketing and SEO in short, -

  • Content marketing: Creating and diffusing content to attract traffic.
  • SEO (Search Engine Optimization): Anything done to increase your organic search engine traffic.

The content marketing strategy can be used in both B2B and B2C relationships. Today, we will particularly discuss the content broadcast as part of a B2C strategy, especially for peer to peer marketplaces.

content marketing seo marketplace

To each objective its content:

All over the Internet, the concept of content marketing has been widely popularized and the production of content can take various forms, depending on different media and meet various objectives.

As a marketplace administrator, you can set up the following classic but essential Internet marketing objectives at the beginning -

  • TRAFFIC: increase your traffic and thus generate more visits (inbound marketing strategy and SEO optimization)
  • CONVERSION: promote transformation on ads from your sellers’ (product/service descriptions, videos, customer reviews, advice, etc.)
  • BRANDING: Enable your community to identify your concept and value your brand (brand content and brand publishing)
  • HELP: to provide customer support (FAQ, helpdesk, advice, etc.)

In parallel of these objectives, you can opt for different types of formats or supports to diffuse your contents such as-

  • Tips and tricks (blog, index cards, articles, etc.)
  • Tutorials or advertising videos
  • Product descriptions
  • Periodic advice/landing sites
  • User-created content also known as User Generated Content (UGC). These are, for example, user reviews, forums, self-help communities, etc.

In this article "optimize your marketplace SEO with content marketing", we are also willing to include tips for a blog and/or articles that will help you grow your marketplace community and you can offer your community in your marketplace of products or services. 

Writing for the Internet, an art accessible to all?

Content marketing is an effective marketplace strategy. If we talk about content marketing as a miracle strategy to increase your SEO in the long run, in reality, few people are comfortable when it comes to writing, let alone when it comes to writing for the Internet through a blog. Few feel the spirit of a writer and many are often unhappy with their writings. Even people feel less interested in writing on a subject that they master and this unwillingness will often have a self-critical judgment in them and ultimately paralyze their writing capability.

Truly speaking, you do not need to have the talents of a successful writer to keep a blog.

All you need to do is just consider the following 5 basic principles to produce content that will captivate your audience:

  1. An editorial charter defined
  2. Clear ideas
  3. A method of structuring articles
  4. A clean style
  5. An impact

By following these 5 principles, you can start producing content that will attract your target and surely you will regain self-confidence at the same time.

1. A clear editorial charter

Your editorial charter brings collectively the main principles that will guide the writing of content in your marketplace. It is a minute reference document which details the rules to be considered for the writing of a post and will ensure the editorial homogeneity and the style of the articles of your blog. Thus, the articles of the blog remain coherent between them. This is the guideline for your blog.

There are no pre-established rules to ascertain this charter. It's a little you who see. You are not going to start writing a thick guide. Firstly, because it would be a nice waste of time, and then too many rules can seriously damage your creativity. The editorial charter is a document that will help you and not constrain you.

Whatever its format, the editorial charter must take into account the following -

  • Your communication objectives: target, type of targeted traffic, etc.
  • Your SEO strategy: (choice of keywords, synonyms, markup, meta, internal links, etc.)
  • Your editorial line: thematic thread, personality of your brand, type of information transmitted, your (near or impersonal, casual or serious, committed or factual, etc.), the desired level of technicality, pace of publication
  • Organization of the blog and rubric: cutting of articles in coherent categories

2. Express your ideas clearly

An article that converts is a clear article! Avoid a little too complex style figures and extended sentences that look like indigestible paragraphs. Keep your writings clear and concise. Your writings will be more effective and impactful.

Always use short, simple words even a child can understand, cut out unnecessary words. Remember, being clear is always better than showing off your knowledge.

3. Structure your articles

In order to be able to better convey your ideas to your readers, to interest your audience and to work on your SEO, you must be clear in the structuring of your articles, from the title to the conclusion. And, thus you need to monitor several elements of your article such as -

  • Titles
  • Introductions
  • Body of text
  • Links
  • Images and videos

4. Use your own style

Whatever your subject, your articles must have personality. Even if you are required to consider some form of professionalism while writing content, this does not mean that you have to produce academic articles without relief.

On your marketplace blog, you have the opportunity to share your passion for a particular area, or expertise. Take advantage of this to assert a personal style that will make your readers feel closer to you and your concept.

Never confuse "formal" with "professional"

Do not think that, to be taken seriously, you must adopt a formal and strict writing. Of course, your spelling must be flawless, and you must have a good command over grammar. But your articles needn’t look like a legal brief or a piece of legislation. Relax, your readers will have more fun reading you.

5. Write impacting texts

By reading an article sometimes you may exclaim saying -

"God, this blogger is a genius …!"

Yes, here lies the power of impacting content! It will be for you to use words that will immediately speak to your target.

There are 2 things to know if you really want to be connected with your audience:

  1. Know exactly who you are talking to.
  2. Know the words they use to describe what they are looking for.

Be careful, being a marketplace administer, this is not about manipulating your audience. Without denying your philosophy and values, you will learn to share and express your ideas while listening to the concerns of your audience. Your impact lies in your ability to show you caring and compassionate.

Remember 2 important things: Know who you are talking to and write articles that respond to what they want, not just what you think.


Optimizing the SEO of your marketplace with content marketing will help increase the quantity and quality of traffic to your website through organic search engine results, and thus make your online business much more profitable.

Charlène Guicheron
About Charlène Guicheron

Co-Founder and CEO of Kreezalid

After 5 years helping companies to develop their online marketplace, I saw success stories as well as failures. Today I share my experience and my clients feedbacks through useful resources that will allow you to focus on what really matters for the success of your online marketplace. Because believe me, the secret isn't in the code ...

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